Books / Niche : Why the Market No Longer Favours the Mainstream

Niche : Why the Market No Longer Favours the Mainstream

Publisher: Little Brown
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Book Summary of Niche : Why the Market No Longer Favours the Mainstream

There is a new rule in business: don't aim for the middle market - unless you're cheaper than cheap, you're going to fail. Instead, find a Niche and reap the rewards. Woolworths suffered from a lack of identity and found that low quality and low price wasn't enough; General Motors crashed as motorists failed to distinguish between cars in their range. Yet HBO, Moleskine and specialist media like The Economist have all concentrated on being the best they can be - and customers have flocked to them as a result. For sixty years, our cultural consumption has been controlled by the giants of the mass market. But thanks to the recession they have become weak and defensive, and are now in a desperate fight for their lives. From this new cultural terrain the niche has evolved to become the place where innovation flourishes and sales take off. From the author of Cyburbia comes a superb examination of the growing proportion of economic, political and cultural activity aimed not at the mainstream audience but at tightly defined but globally scattered niches, bound together by the power of the net.

Details of Book: Niche : Why the Market No Longer Favours the Mainstream (BSID:23161)

Book Niche : Why the Market No Longer Favours the Mainstream
Author James Harkin
ISBN 1408702436
ISBN-13 9781408702437, 978-1408702437
Binding Paperback
Publisher Little Brown
Publishing Date 2011
Number of Pages 256
Language English
Dimensions 9.17 x 5.94 x 0.79 inches
Weight 340 grams

Reviews of Niche : Why the Market No Longer Favours the Mainstream (0 Reviews) Have you Read this Book Write a Review

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Alex June 21, 2013 review from Goodreads

I didn't get through chapter 3 since James Harkin simply doesn't get to the point.

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